Hello everyone,
This is Syncu Lab!
Syncu Lab vtuber live commerce
<Click for more video>
Two months ago, we launched our
live commerce solution.
Since then, we have created many cases with various teams.
Today, I want to share one of
our research topics with you.
How effective is gacha in selling merch?
Gacha and slot machines are very effective tools
in driving user donate and engagement during live streaming.
But how effective are gacha-like
probability game tools in selling merchandise?
Recently, SyncuLab had the opportunity to investigate this.
In conclusion, gacha tools prompted fans
to purchase merchandise multiple times,
significantly boosting sales.
Here are the results of our analysis.
Introduce live commerce
<KR vtuber, Yunon>
First, let's understand a bit about
how live commerce works.
Syncu Lab's solution helps VTubers easily and enjoyably
sell merchandise during their live streams.
VTubers list their merch on open markets,
and during the streams, purchase information and the
buyer's nickname are displayed on the stream.
Gacha is triggered for each purchase,
providing fans with heartfelt rewards
such as reactions or handwritten letters.
The Effect of Gacha: Repeat Purchases
With gacha, 25% of fans purchased
the same goods more than once.
In contrast, without gacha,
the repeat purchase rate was only 4-6%.
This indicates that over 20% more fans
made multiple purchases because of gacha.
In some cases, fans made up to eight purchases,
influenced by how rare and special the rewards were.
(like handwritten letters or recordings)
This shows that fans' goals in using gacha are
to interact with their favorite VTubers
rather than just monetary gains.
Increased Sales Share of Heavy Users
Previously, heavy users
(those who made two or more purchases) accounted
for only 4-6% of merchandise sales.
However, with the use of gacha,
the share of sales from these users increased significantly.
In streams where gacha was well-utilized,
heavy users accounted for 45% of total sales.
Based on our data, the additional sales effect of
gacha was calculated to be 68%.
Although this is based on limited data,
it highlights the significant impact of
gacha on merchandise sales.
In Conclusion
<Roullette live commerce>
Gacha will continue to be
an effective tool for selling merchandise.
It is particularly impactful for
small to medium-sized VTubers
who are in the growth stage.
These VTubers are likely at a
break-even point with merchandise sales,
and a 68% increase in sales could
push them into profitability.
When offering probability-based games,
legal and platform policies must be considered.
For example, in Korea, offering physical rewards
may lead to legal restrictions.
This is why providing heartfelt rewards
to fans is both efficient and safe.
SyncuLab is a company that
helps VTubers sell merchandise efficiently and enjoyably
during their live streams through our live commerce solution.
If you need consultation, please feel free to contact us.
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